Café Starbucks

finance and administration. In spring 2002, Intel cofounder Gordon Moore agreed to give CI a $261

million grant spread over 10 years to support a campaign to slow the rate of plant and animal

extinctions across the world. It was the largest donation made to an environmental cause in U.S.

history.

CI established the Center for Environmental Leadership in Business (CELB) in 2000 in partnership

with Ford Motor Company as a new forum for collaboration between the private sector and the

environmental community. CELB’s mission was to engage the private sector worldwide in creating

solutions to critical global environmental problems in which industry played a defining role. CELB

had three areas of focus: biodiversity, water, and climate change. CELB had a full-time staff of 17 but

worked with more than 50 CI staff worldwide. The center was divided into industry groups—

energy/mining, agriculture, fisheries and forestry, travel and leisure, and climate change and

water—each led by a director. CELB’s business development and marketing program cut across all

groups.

Shade-Grown Coffee: The Chiapas Project

In the mid-1990s, CI had identified coffee as an important commodity affecting biodiversity and

conservation. “Twenty-five million acres of rain forest had been replaced by coffee plantations

around the world,” explained Glenn Prickett, CELB’s executive director. “That trend is sadly

continuing, particularly in low-quality coffee-producing regions like Vietnam and Brazil.”

Traditionally, coffee had been grown under shaded conditions, but in the 1980s new higher-yielding

varieties were introduced that were grown in full sunlight and generally in conjunction with high

agrochemical usage. The adoption of this new technology was heavily promoted by various

international aid agencies. This switch stimulated the displacement of shade-covered coffee

plantations. Some bird researchers suggested there were fewer migratory birds in the United States

because of the resultant habitat destruction.

In 1996, CI launched a pilot Conservation Coffee Program

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